While reading chapter 11, I had several revelations about PR. Before I read this chapter, I thought PR was basically just a form of publicity. But now I realize there’s so much more that goes into it than basic publicity. Filak discusses how practitioners should be deliberate. Their words are meant to create a certain reaction to a certain audience.

Good PR is best received when it includes “off-the-cuff comments and quick-witted jabs.” Bad news is best handled with transparency. As humans, we tend to want to hide our mistakes and issues, but it’s better in the PR world to get them out in the open. The audience’s reaction will actually be worse if they find out later than sooner. If the issue only comes out partially over a period of time, it stays in the minds of the audience much longer than if the whole situation comes out at once.

Filak also mentions that sometimes being humane is more important than being accurate. I experienced this last year in my radio class when I had to report that a faculty member had died. I had to be careful the way I said it so I didn’t sound insensitive.

Clarity is also important. Not everyone is on the same level. If an author’s audience can’t understand what he is saying, there isn’t any reason for them to continue reading.


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